“The Cigna Corporation and its subsidiaries constitute one of the largest publicly owned employee benefits organisations in the United States. Cigna Health is one of the few health benefits companies with a comprehensive list of clients in health, pharmacy, behavioural, risk and international business.”
Cigna had exhausted its digital channels and wanted to revert back to a traditional media of print, radio and outdoor to target expatriates on a worldwide basis concentrating on the largest countries where expats live.
Utilising i-world Research, that owns the Expat Survey.com, we identified the essential data needed to clarify the way to communicate with large expat audiences and how they purchase products and services. This enabled us to identify the best media platforms and creative messages to use.
We planned a non-digital media campaign using radio, print (expat media and English language news) that targeted the expats in over 22 countries. We also targeted expats whilst they travelled with in-flight media and airport billboard advertising. We continue to work with Cigna Global and are currently working on several marketing projects to target new audiences.